Recently, Xiamen yanzhiwu, which ranks first in the industry, disclosed its prospectus for the first time. It is planned to be listed on the main board of Shanghai Stock Exchange, and the sponsor is China Securities Co.Ltd(601066) securities. According to its fund-raising plan, yanzhiwu plans to raise 1.019 billion yuan for the construction of Ecological Industrial Park, the upgrading of R & D center, the construction of marketing network, brand promotion and replenishment of working capital.
The fund-raising scale of RMB 1 billion is three times of the company’s net assets of RMB 286 million. The company plans to raise RMB 213 million for marketing network and brand promotion, so it has attracted attention.
Whether bird’s nest has the effect of health care and nourishing, how to eradicate the fraud and chaos of bird’s nest products, and whether the bird’s nest industry can move towards standardized development after the industry leader lands in the capital market?
is it a tonic or a high-end gift
“Anti-aging, improving immunity, improving sleep, relieving asthma and other multiple effects”. The brand publicity effect of bird’s nest market not only makes female consumers and the elderly lose consumer immunity, but also makes the industry market younger and younger. However, there is no final conclusion on whether bird’s nest, which has been eaten for hundreds of years in China, is a food material or a “drug” to cure all diseases.
21st Century Business Herald reporter noted that the efficacy of bird’s nest only exists in traditional Chinese medicine. Traditional Chinese medicine believes that bird’s nest has the function of nourishing and keeping in good health. Ancient herbal medicine classics, such as “the book meets the original”, “the compendium of Materia Medica” and other records on the efficacy of bird’s nest, mainly replenish qi and phlegm, nourish the kidney and lungs, replenish the spleen and stomach, and regulate deficiency and fatigue.
However, modern research shows that the main components of bird’s nest are water, lipid, sialic acid, protein, amino acid, carbohydrate and so on, and there is no specific medicinal component. At present, in the brand publicity of bird’s nest industry, the sialic acid contained in bird’s nest is publicized as having special effects.
The 21st Century Business Herald reporter consulted a number of research reports. According to the data, sialic acid is a group of neuraminic acid compounds, which widely exist in vertebrates, mammals and a variety of plant tissues. The composition of common food materials, especially bird’s nest, is large, so it is also called bird’s nest acid.
The medical community believes that sialic acid is a structural and functional component of cerebral gangliosides and glycoproteins, which is often used to promote brain development. Therefore, sialic acid products are even more popular than folic acid among pregnant women in the core consumer group, and the improvement of body immunity makes them sought after by some rehabilitated people.
In the publicity, bird’s nest acid with scarce content has become the biggest selling point of bird’s nest merchants. The higher the content of bird’s nest acid, the more expensive the price. The price of bird’s nest products has been fried to thousands or even 10000 yuan per lamp.
Industry analysts pointed out that the acid content of bird’s nest is even less than 100mg in bird’s nest with a price of thousands of yuan. In fact, the current bird’s nest market products are more defined as gifts and high-end ingredients.
impact the first strand of bird’s nest
According to the 21st Century Business Herald reporter’s investigation, at present, bird’s nest products are still mixed, and the prices of bird’s nest products in shopping malls such as jd.com and tmall vary widely. Yanxiandazhou, Yan Ruyan and other instant bird’s nest products with a single bottle of 70g are priced at only 9.9 yuan per bottle. The annual package of Xiaoxian stewed bird’s nest is 100g * 336 bottles, with a quotation of up to 254000 yuan and 755.95 yuan per bottle.
In fact, the industry access threshold of bird’s nest racing track is low, the majority of generation processing modes, serious product homogenization and low market concentration. There are nearly 600 stores and nearly 200 brands selling bird’s nest products in tmall mall. Many small and medium-sized businesses obtain customers by “flickering” means of brand marketing. It is inevitable that there will be false bird’s nest chaos in the market.
Recently, Xiamen yanzhiwu, which ranks first in the industry, disclosed its prospectus for the first time and plans to be listed on the Shanghai Stock Exchange. The bird’s nest industry is expected to usher in the first share in the capital market. The listing of yanzhiwu, which has been established for more than 20 years, is widely discussed. As a leading brand in the industry, whether it can reshape the bird’s nest market has attracted the attention of investors.
According to its prospectus, yanzhiwu is the executive vice chairman unit of the bird’s nest market professional committee of the National Federation of urban farmers’ trade centers and the executive director unit of Fujian food industry association. It has successively won the special prize of the 2018-2019 science and technology award of China Food Industry Association, the benchmark enterprise of bird’s nest and bird’s nest products in Fujian Province and other honorary titles.
Since 2014, yanzhiwu has successively participated in the formulation of standards such as bird’s nest quality grade and instant bird’s nest. At present, it is participating in the drafting of normative and standard documents such as national food safety standard bird’s nest and its products and light industry standard bird’s nest products.
Yan Zhiwu said that the company has always focused on the R & D, production and sales of high-quality bird’s nest products, but it still failed to get rid of the marketing strategy of relying on advertising and marketing.
According to its prospectus, from 2018 to the first half of 2021, the revenue of yanzhiwu was 724 million yuan, 951 million yuan, 1299 million yuan and 707 million yuan respectively, and the net profit was 63 million yuan, 79 million yuan, 122 million yuan and 64 million yuan respectively.
Meanwhile, at present, the main products of Yan Zhiwu are bowl swallow, fresh stewed bird’s nest, dry bird’s nest, bird’s nest zongzi, bird’s nest moon cake and other products. In the past two years, bowl swallow and fresh stewed bird’s nest account for more than 70% of the company’s main business income, and the sales price of the company’s products is still high in the industry.
Yan Zhiwu said in the prospectus that China’s bird’s nest market is still in the primary development stage, with problems such as small market scale, few head enterprises, product homogeneity and competition involution, which is still a distance from the benign competition and cooperation of industries and the development of clusters.
In recent years, the price of products in the bird’s nest market has continued to decline. How will the house of swallows, which is determined to reshape the bird’s nest market, break through?
In this regard, Yan Zhiwu said that it would plan to increase R & D investment and develop donkey hide gelatin and other new products to seize the market. However, analysts suggest that the standardized development of bird’s nest market needs to be based on people’s brands, be ordinary people’s consumer goods, return to the origin of food materials, ensure quality and quantity, and civilian marketing, which is the road for the long-term and healthy development of bird’s nest brands.
